Music

MUSIC

New music defines new generations.

Music is the most popular interest for over 86% of those surveyed in modern target groups. Music triggers deep emotions, knows no boundaries and is an anchor in the lives of millions of people worldwide.

Bands and artists have always been seen as role models, opinion leaders and kindred spirits. They are multipliers with a pool of exciting stories. Music is becoming an emotional touch point of our generation with a potential for brand and product communication that is barely being tapped. Working together with musicians, bands and artists and their respective lifestyles is increasingly becoming a focus for brand managers. In 2015 for example more than 1.4 billion USD was invested in brand partnership deals in the USA.

Partnerships with musicians and artists pave the way to new target groups, increase reach, help to position a brand and lend it credibility, open new channels and are quantifiable. A good campaign has the potential to reach millions of people but a true story can alter a fan’s brand perception forever.

Modern partnerships – when negotiated on even terms and designed fairly – are about more than just cash for namedropping. They are an opportunity for real, honest identification and can supercharge both parties. Where some think of sell-outs and the quest to secure the biggest star as a brand partner, we see the labels, the manager, the culture and the artist. We see the desire for new releases and channels, for recognition, for extraordinary performance opportunities, for reputation and for a real partnership.

We see the brands, we see the marketing managers and the sales department and their need for content, new target groups, greater reach, authenticity and positioning. We understand the desire to stand out from the crowd, to blaze a trail, to become or to remain culturally relevant, to safeguard the unique qualities of the artist, labels, brands and products.